Question 1

Fox Scully received an e-mail promoting a new financial services institution that offers surprisingly low mortgage rates.The e-mail asked customers to provide their address,date of birth,Social Security number,and current mortgage information in order to receive a free loan quote.Suspicious of the offer,Fox researched the company and discovered that the e-mail was fraudulent.This is an example of ________.

Accepted Answer

A)   cold calling
B)   phishing
C)   crowdsourcing
D)   data mining
E)   viral marketing

Question 2

Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent Web sites to fool consumers into revealing their personal data?

Accepted Answer

A)   cold calling
B)   crowdcasting
C)   viral marketing
D)   phishing
E)   crowdsourcing

Question 3

________ allows consumers to gain additional information about a product or purchase a product through the use of a remote control.

Accepted Answer

A)   Direct-mail marketing
B)   Telemarketing
C)   Podcasting
D)   Data mining
E)   Interactive TV

Question 4

Which of the following marketing forms enables consumers to learn about products by scanning Quick Response codes?

Accepted Answer

A)   mobile marketing
B)   interactive TV
C)   indirect marketing
D)   inbound telephone marketing
E)   direct-response television marketing

Question 5

Marketers use inbound telephone marketing to sell to customers directly.

Accepted Answer

A) True 
 B)False

Question 6

Which of the following is true of the Privacy Promise launched by the Direct Marketing Association?

Accepted Answer

A)   It forbids all DMA members from spending excessively on digital advertising.
B)   It requires all DMA members to notify customers when any personal information is sold to others.
C)   It recommends that DMA members help each other by sharing customer psychographic data.
D)   It forbids DMA members from sending e-mail, mail, or phone offers to any customer.
E)   It encourages DMA members to create more digital content that is tailored for children under age 13.

Question 7

The promotion of products and services through printed material with multiple pages that sell multiple products is referred to as ________ marketing.

Accepted Answer

A)   catalog
B)   viral
C)   telephone
D)   television
E)   e-mail

Question 8

________ marketing features marketing messages,promotions,and other content delivered to on-the-go consumers through their portable electronic devices.

Accepted Answer

A)   Direct-mail
B)   Mobile
C)   Mass
D)   Viral
E)   Kiosk

Question 9

How has the Internet most likely affected direct marketing?

Accepted Answer

A)   The time taken by direct marketers to reach customer segments has increased.
B)   The role of technology in direct marketing has become less intense.
C)   The expenditures of marketers on direct marketing have increased.
D)   The growth of digital sales has seen a significant downturn.
E)   The number of mass marketing forms has expanded.

Question 10

iTV lets viewers interact with television programming and advertising using their remote controls.

Accepted Answer

A) True 
 B)False

Question 11

Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet.

Accepted Answer

A)   search engines
B)   content sites
C)   transaction sites
D)   e-tailers
E)   iTV sites

Question 12

The marketing results from direct mail are difficult to measure.

Accepted Answer

A) True 
 B)False

Question 13

Which of the following has been limited in recent years by the implementation of the National Do Not Call Registry?

Accepted Answer

A)   calls by nonprofit groups
B)   business-to-business telemarketing
C)   unsolicited outbound telemarketing by businesses
D)   inbound telephone marketing
E)   "opt-in" calling systems

Question 14

Which of the following is a form of online advertising?

Accepted Answer

A)   direct mail
B)   rich media ad
C)   toll-free number
D)   search-related ad
E)   printed catalog

Question 15

The first step for most firms that are venturing into online marketing involves sending promotional e-mails.

Accepted Answer

A) True 
 B)False

Question 16

In which of the following cases is a firm employing multichannel marketing?

Accepted Answer

A)   E-tailers such as Hammon.com market their products through a strong online presence.
B)   Wingate Retail sells its products through e-tailers and hundreds of physical superstores.
C)   Russel Stores' sales operations are based on heavy outbound telephone marketing.
D)   Lues Wholesalers markets its products to retailers through personal selling.
E)   Local convenience stores promote products through word-of-mouth marketing.

Question 17

What is telemarketing?

Accepted Answer

A)   It is the process of promoting products through 30-minute-long infomercials.
B)   It is a form of marketing that uses the telephone to sell directly to businesses and consumers.
C)   It is the process of marketing products and services using direct-response television advertising.
D)   It is a marketing system where product information is provided through unmanned ordering machines.
E)   It is the process of selling products through affiliate networks and social media sites.

Question 18

Which of the following is most likely true about direct and digital marketing?

Accepted Answer

A)   They make it increasingly difficult for sellers to adjust their prices.
B)   They provide sellers a high-cost alternative for reaching their markets.
C)   They have become less dependent on social media and the Internet.
D)   They provide buyers with anytime, anywhere access to products.
E)   They reduce the number of interaction options between buyers and sellers.

Question 19

Describe the various legislative actions that have been taken to regulate the manner in which online,social media,and mobile operators obtain and use consumer information.

Accepted Answer

To curb direct marketing excesses,variou...

Question 20

The process in which printed catalogs,brochures,samples,and DVDs are distributed to customers using highly selective mailing lists is known as ________.

Accepted Answer

A)   mass marketing
B)   direct-mail marketing
C)   telemarketing
D)   internal marketing
E)   kiosk marketing

Exam 14: Direct, Online, Social Media, and Mobile Marketing

In which of the following cases is a firm employing multichannel marketing?

Correct Answer
verified

Which of the following is most likely true about direct and digital marketing?

Correct Answer
verified

The promotion of products and services through printed material with multiple pages that sell multiple products is referred to as ________ marketing.

Correct Answer
verified

iTV lets viewers interact with television programming and advertising using their remote controls.

Correct Answer
verified

The marketing results from direct mail are difficult to measure.

Correct Answer
verified

Marketers use inbound telephone marketing to sell to customers directly.

Correct Answer
verified

Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet.

Correct Answer
verified

Which of the following is true of the Privacy Promise launched by the Direct Marketing Association?

Correct Answer
verified

________ allows consumers to gain additional information about a product or purchase a product through the use of a remote control.

Correct Answer
verified

Describe the various legislative actions that have been taken to regulate the manner in which online,social media,and mobile operators obtain and use consumer information.

Correct Answer
verified
To curb direct marketing excesses,variou...
View Answer

________ marketing features marketing messages,promotions,and other content delivered to on-the-go consumers through their portable electronic devices.

Correct Answer
verified

Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent Web sites to fool consumers into revealing their personal data?

Correct Answer
verified

Correct Answer
verified

What is telemarketing?

Correct Answer
verified

Which of the following is a form of online advertising?

Correct Answer
verified

The process in which printed catalogs,brochures,samples,and DVDs are distributed to customers using highly selective mailing lists is known as ________.

Correct Answer
verified

How has the Internet most likely affected direct marketing?

Correct Answer
verified

Which of the following has been limited in recent years by the implementation of the National Do Not Call Registry?

Correct Answer
verified

The first step for most firms that are venturing into online marketing involves sending promotional e-mails.

Correct Answer
verified

Which of the following marketing forms enables consumers to learn about products by scanning Quick Response codes?

Correct Answer
verified

Exam 14: Direct, Online, Social Media, and Mobile Marketing

In which of the following cases is a firm employing multichannel marketing?

Correct AnswerverifiedShow Answer

Which of the following is most likely true about direct and digital marketing?

Correct AnswerverifiedShow Answer

The promotion of products and services through printed material with multiple pages that sell multiple products is referred to as ________ marketing.

Correct AnswerverifiedShow Answer

iTV lets viewers interact with television programming and advertising using their remote controls.

Correct AnswerverifiedShow Answer

The marketing results from direct mail are difficult to measure.

Correct AnswerverifiedShow Answer

Marketers use inbound telephone marketing to sell to customers directly.

Correct AnswerverifiedShow Answer

Amazon.com and Expedia.com are best described as ________ that sell products and services directly to final buyers via the Internet.

Correct AnswerverifiedShow Answer

Which of the following is true of the Privacy Promise launched by the Direct Marketing Association?

Correct AnswerverifiedShow Answer

________ allows consumers to gain additional information about a product or purchase a product through the use of a remote control.

Correct AnswerverifiedShow Answer

Describe the various legislative actions that have been taken to regulate the manner in which online,social media,and mobile operators obtain and use consumer information.

Correct AnswerverifiedTo curb direct marketing excesses,variou...View AnswerShow Answer

________ marketing features marketing messages,promotions,and other content delivered to on-the-go consumers through their portable electronic devices.

Correct AnswerverifiedShow Answer

Which of the following is a type of identity theft that uses deceptive e-mails and fraudulent Web sites to fool consumers into revealing their personal data?

Correct AnswerverifiedShow Answer

Correct AnswerverifiedShow Answer

What is telemarketing?

Correct AnswerverifiedShow Answer

Which of the following is a form of online advertising?

Correct AnswerverifiedShow Answer

The process in which printed catalogs,brochures,samples,and DVDs are distributed to customers using highly selective mailing lists is known as ________.

Correct AnswerverifiedShow Answer

How has the Internet most likely affected direct marketing?

Correct AnswerverifiedShow Answer

Which of the following has been limited in recent years by the implementation of the National Do Not Call Registry?

Correct AnswerverifiedShow Answer

The first step for most firms that are venturing into online marketing involves sending promotional e-mails.

Correct AnswerverifiedShow Answer

Which of the following marketing forms enables consumers to learn about products by scanning Quick Response codes?

Correct AnswerverifiedShow Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified
To curb direct marketing excesses,variou...
View Answer

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
verified

Correct Answer
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Correct Answer
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Correct Answer
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